MasterCard gets 'ketai culture' in Japan

This article looks at how Mastercard sought to leverage Japanese youth’s propensity for mobile communications to promote consumer interaction and preference.

MasterCard gets “ketai culture” in Japan

Brand: MasterCard

Markets: Japan

THE MARKETING CHALLENGE AND BRAND INSIGHT:

Visa dominates the Japanese youth market enjoying both an awareness and ownership advantage. While 94.8% of Japanese youth know VISA, 77.9% know MasterCard. Likewise, 79.2% of Japanese credit card holders carry VISA, but only 30% carry MasterCard.

We sought to leverage Japanese youth's propensity for mobile communications to promote consumer interaction and preference.

THE CONSUMER INSIGHT AND COMMUNICATIONS STRATEGY:

Japanese youth want to connect with friends 24 hours a day, 7 day a week through their mobile phones (“ketai”). They better understand...

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